Robin Andersson
Copywriter and LinkedIn expert: “There's a strategy behind every word”
“Stop pooping, copywriting is much more than text.”
Copywriter, LinkedIn expert and bowling champion Robin Andersson lets every sentence bring the reader closer to conversion.
Robin Andersson joined Smarkify as a copywriter in 2021. Since then, he has helped companies ranging from large companies to small growth companies to renew their brand, their tonality and their dialogue with customers. But writing itself is only 10% of the copywriter role, he says.
“A good copywriter doesn't even have to be good at writing. Well, you have to be able to write, but that's only 10% of the role. The rest is psychology and strategy. It requires good research, connecting with the target audience, seeing their needs and linking the task to the campaign's purpose and objectives.”
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“AI is an opportunity, not a threat”
In recent years, the potential of AI has grown in marketing. With ChatGPT and Gemini, companies can build texts quickly and easily.
Do you really need a copywriter? If you ask Robin, AI is rather a tool that facilitates his work, than threatens it.
“I've always been a curious person who dives down and learns about new technologies and new channels. If I want to get good at something, I jump right in and Google, watch videos and read books. I do the same with AI, I learn as much as I can about it. AI only becomes a threat to those who refuse to be open and curious.”
The power of copy
A recurring challenge at Smarkify is to design and launch completely new websites for customers and thus set a new tonality for a company. This is where the power of copy becomes especially clear. These are creative and strategic projects where the text strengthens the brand together with the design.
“Everyday meaning should lead the reader closer to a conversion or raise confidence in the business, otherwise it may twitch. We need to stop talking about words.”
“I have the most luxurious job in the world.”
In addition to his role as a copywriter (and award-winning bowler), Robin Smarkify is a LinkedIn expert. He has guided several companies and management teams in LinkedIn's algorithms and network potential. He himself is active on the platform and appreciates that it constantly provides him with clear statistics that allow one to improve his communication.
“But I don't want to sit blindly on numbers, and accidentally associate it with my worth as a person. I'd rather see engagement as data, and the numbers then become significant even when engagement is low. That's how you learn, and then you get to find new ways of attack. The important thing is to dare to try.”
He uses his knowledge as a copywriter in other forums. Through films, photos and podcasts, he publishes material via YouTube, TikTok and Instagram, among others.
“Copywriting is more than just text and articles. It's storytelling, script and customer journey. I use the same methods to convey the right message no matter what channel I communicate in.”
Robin means that he is always evolving on Smarkify. New customers are constantly coming in with new challenges.
“I have the most luxurious job in the world, getting paid to do research in areas that I find interesting and in areas that I knew nothing about before. I'm learning something new all the time.”
Best of all, though, are the colleagues.
“I'm sure everyone says this, but colleagues matter the most. I know our agency is different from others because of our culture. We can drift with each other with the twinkle in our eye, and are basically very kind. We support each other in everything, and it's worth gold.”